NEW YORK, October 20, 2016—Today, Videology, a leading software provider for converged TV and video advertising solutions, released the latest installment of their educational series, ‘Knowledge Labs.’ In this installment, Videology focuses on the advanced TV ecosystem—providing a deeper understanding of the new players emerging as the process for planning and buying TV advertising expands to a complex web of technology providers, content aggregators and data providers, as well as buyers and sellers of media.

The lab defines the two broad categories of the advanced linear TV ecosystem:

Data-enabled TV: the ability to overlay data segments on traditional linear TV to more effectively deliver ads to the desired strategic target.

Addressable TV: the ability to achieve one-to-one targeting at the household level.

The piece begins with the primary roles in the ecosystem on both the supply and demand side, including advertisers, agencies, DSPs, media owners, MVPDs, SSPs, aggregator networks and data and measurement providers. In addition to defining these categories, Videology looks at the changes each role has undergone in the journey to advanced advertising solutions.

To further educate readers, the Knowledge Lab offers a graphic representation of data’s role in different TV buying models and explains three frequently-used approaches to executing linear TV advertising campaigns: The traditional buying/selling approach, the data-enabled TV buying/selling approach, and the addressable TV buying/selling approach.

Readers can take actionable knowledge from the piece by reviewing the top considerations for choosing a buying scenario, focused on media objectives, inventory types and workflow management.

“Today’s TV ecosystem involves more players and more factors than ever before, making it crucial for advertisers to understanding the evolving ecosystem,” said Tim Castree, Managing Director of North America, Videology. “Both the demand and supply sides of this industry rely on ad technology to bring workflow automation and simplicity to their linear TV strategy. With the help of technology, campaigns can be planned, managed, optimized and measured through a single platform. In the end, these technologies bring simplified management and detailed reporting, providing greater efficiency than the days of traditional TV, which relied on manual processes, handshakes, and spreadsheets.”

About Videology Knowledge LabsVideology Knowledge Labs are published on a monthly basis. Through straightforward overviews, Videology Knowledge Labs provide definitions, data, and explanations of complicated subjects, to bring simplicity and clarity to an otherwise complicated industry. Knowledge Labs are part of the company’s broader ‘Videology Labs’ initiative, which was announced in March of 2016. The homepage for Videology Knowledge Lab is here: http://www.videologygroup.com/labs.